| 书目名称 | Qualitative Consumer and Marketing Research | | 副标题 | The Asian Perspectiv | | 编辑 | Krittinee Nuttavuthisit | | 视频video | | | 概述 | First book to explain the Asian perspectives and practices of qualitative consumer and marketing research.Assists the readers plan and conduct qualitative consumer and marketing research in Asia.Appea | | 图书封面 |  | | 描述 | This book presents both theoretical research methods and practical uses of qualitative consumer and marketing research in Asia, as well as approaches to research with extended viewpoints and case studies on the specific research practices, identifying the distinctive characteristics and conditions of the Asian market. Starting with an introduction and a rationale for qualitative consumer and marketing research, which discuss interpretive research perspectives and key qualitative research traditions underlying the research, it then elaborates on research design, formulating research directions, research questions, research methods, research validity and reliability, as well as research ethics. The book goes on to cover various key data-collection techniques, such as interviews, focus groups, observation and ethnography, online observation and netnography, and other alternative tools like projective techniques, autodriving and diaries. These include design of research setting (samples and sampling strategy, context, time) and research procedures (from entry to access and completion of the research project) with resources planning. In addition, the book also addresses data analysis an | | 出版日期 | Textbook 2019 | | 关键词 | Qualitative consumer research in Asia; Qualitative research in the Asian market; Asian perspectives on | | 版次 | 1 | | doi | https://doi.org/10.1007/978-981-13-6142-5 | | isbn_softcover | 978-981-13-6141-8 | | isbn_ebook | 978-981-13-6142-5 | | copyright | Springer Nature Singapore Pte Ltd. 2019 |
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发表于 2025-3-21 16:05:13
